The core aim has always been to spotlight the incredible strength of mothers through the annual Mum of the Year campaign. The last edition concluded in 2023.

The Three Crowns Mum of the Year competition was open to everyone who wanted to celebrate their mum or a mother figure for her selflessness. The process was simple: write a story about your mum or any other mother figure, explaining in detail why she deserves to be celebrated as the Mum of the Year.

Among the six finalists, three fit, fun, and healthy mothers emerged as winners and were rewarded with an all-expense-paid trip to Zanzibar with their respective families. This reward fulfilled the brand’s commitment to Mrs. Ivbade Odigie, Mrs. Rose Igwe, and Mrs. Joy Obiesie—who emerged as the top three winners—to enjoy a holiday in Zanzibar with two members of their families and receive a year’s supply of Three Crowns Milk. Other contestants also went home with exciting consolation prizes.

The brand also introduced and recognized Mrs. Sadiq Abolade, a retailer, in the Mum of the Year campaign, rewarding her with a cash prize for being the most outstanding retailer.

The campaign achieved a remarkable digital reach of over 5 million consumers, and brand health indices also showed a positive uplift.

The 2025 edition of Three Crowns Mum of the Year is just around the corner! Whether it’s your mum or a mother figure in your life, get ready to celebrate your treasure—because she deserves the crown.